Added Value, WPP’s brand development and marketing insight business, has acquired Saffron Hill Research, a full service market research firm based in Singapore and the Philippines. Saffron Hill, now named Added Value Saffron Hill, will benefit from access to Added Value’s worldwide network and brand development and marketing insight capabilities. In turn, Added Value will be strengthened by Saffron Hill’s in-depth understanding of South East Asia as well as their strong client relationships and reputation in this region.
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The team at Nestlé were looking to the future. They knew Kit Kat was a long-time favourite of adults and kids, but the team could see new chocs on the block starting to crowd the bar scene.
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Telecommunications is a serious business, but being serious doesn’t mean you have to be boring. Netia, a Polish telecommunications brand, needed to dump the pin stripes to attract the home market.
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It’s a bit of a zoo out there they claim. David Attenborough would say it’s the survival of the fittest. Just let nature run its course.
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Back in the 1980s, a jean was a jean was a jean. Unless it was “a pair of Levi’s jeans”. All flat and square and a little low on the hip.
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Open innovation and co-creation never seem to be out of the business and marketing media. Some organizations are consistently quoted as leading the way: the likes of P&G, LEGO, IBM and Dell; others have only just started to dip their toes in the water.
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Iconic brands have three things in common; a strong connection with their consumers or customers, a strong identity and an ability to envision the future.
Easy to see. Not so easy to do.
The first part of the equation, a connection with your market, is the foundation of any truly forward thinking brand. Being rooted in what makes people tick can give you the edge. These are the people who hold the purse strings. They are the men and women who stand in the shopping aisles and choose one brand over another. Understanding your market is Marketing 1.01. But few people really get it right. They’ll commission a study, do a couple of focus groups and leave it at that. Those reports gathering dust on the shelves of their corner view office.
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At the end of the 1990s, it became necessary for the “Sparkassen Finanzgruppe” to realign its ‘own brand’ investment fund, so as not to surrender future market opportunities to the competition.
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There’s more to contact lenses than meets the eye. But it’s hard to see in some markets. Far fewer people use contact lenses in China than in developed countries. Bausch & Lomb spotted this challenge, and asked us to help them meet it.
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Müllermilch is the original flavoured milk. The brand which made milk popular again. Definitely with kids. And even among adults.
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